Cheverton Peter. Understanding Brands
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Understanding
Brands
CREATING SUCCESS
Understanding
Brands
Peter Cheverton
Third edition
London and Philadelphia
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book is
accurate at the time of going to press, and the publishers and author cannot accept responsi-
bility for any errors or omissions, however caused. No responsibility for loss or damage occa-
sioned to any person acting, or refraining from action, as a result of the material in this
publication can be accepted by the editor, the publisher or the author.
First published in Great Britain in 2002 by Kogan Page Limited as If You’re So Brilliant…
How Come Your Brand Isn’t Working Hard Enough?
Reissued in 2005 as How Come Your Brand Isn’t Working Hard Enough?
This edition published in 2006 as Understanding Brands
Apart from any fair dealing for the purposes of research or private study, or criticism or
review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may
only be reproduced, stored or transmitted, in any form or by any means, with the prior
permission in writing of the publishers, or in the case of reprographic reproduction in accor-
dance with the terms and licences issued by the CLA. Enquiries concerning reproduction
outside these terms should be sent to the publishers at the undermentioned addresses:
120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.kogan-page.co.uk
© Peter Cheverton, 2002, 2005, 2006
The right of Peter Cheverton to be identified as the author of this work has been asserted by
him in accordance with the Copyright, Designs and Patents Act 1988.
The views expressed in this book are those of the author, and are not necessarily the same as
those of Times Newspapers Ltd.
ISBN 0 7494 4665 X
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Cheverton, Peter.
Understanding brands / Peter Cheverton.
p. cm. -- (Creating success)
“First published in Great Britain in 2002 by Kogan Page Limited as If you’re so brilliant,
how come your brand isn’t working hard enough? Reissued in 2005 as How come your brand
isn’t working hard enough?”
ISBN 0-7494-4665-X
1. Brand name products. 2. Product management. I. Cheverton, Peter. How Come Your
Brand Isn’t Working Hard Enough? II. Title. III. Series.
HD69.B7U53 2006
658.8⬘27--dc22
2006008964
Typeset by Saxon Graphics Ltd, Derby
Printed and bound in the United Kingdom by Bell & Bain, Glasgow
Contents
Preface ix
Part I Defining the brand – its purpose and its benefits 1
1. Where brands came from… and why that matters 3
From birth… to death? 3; And into our own era… 5
2. The brand as an emotional charge 9
Types of emotional charge: a model for discussing
brands 10; Finding your level 16; The virtuous
circle 21; Brand evolution and brand definition 22
3. The brand as a personality 25
Who is your brand? 26
4. The brand as a mark of loyalty 29
Customer expectations and loyalty 30
5. The brand as evidence of your unique competitive
advantage 34
Brands need to be more than ‘surface fluff’ 36
6. The rise and rise of the retail brand 37
The multifaceted brand 39
7. The B2B and service brand – branding is not just
for FMCG 43
8. Valuing the brand – not just for the accountants 51
Branding and profitability 54
Part II Brand management – the strategy 57
9. Business strategy – the brand in context 59
Growth, branding and risk management – the brand
halo 60; Branding and value drivers – defining the
brand 63
10. Segmentation – a source of competitive advantage 67
Novel segmentation 71; Micro-segmentation –
anti-segmentation? 73
11. Brand positioning – securing a place in the
customer’s mind 75
The process 77; A vital choice – brands and
expectations 86; Repositioning 86
12. Brand extension – beyond wrinkle cream 91
The product life cycle 91; Brand augmentation 92;
Brand extension 93
13. Brand architecture – putting it all together 95
The need for a variety of architectures 96;
Product brands 98; Sub-brands and marks 99;
Validated identity brands 99; Corporate
brands 101; Global or local brands? 105
Part III Brand management – the implementation 109
14. Building positive associations – the moments of truth 111
What’s in a name? 112; Logos and slogans 115;
Packaging – the Cinderella of branding 117;
Customer relationships 118; Inventing new
interactions and associations 120
vi
ᔡ
Contents
15. Advertising – not the whole story 123
Why advertise? 124; The problems with
advertising… 127; Right media, right execution 129;
Beyond advertising 131; Budgets – does it all come
down to money? 131
16. Briefing the agency – making sure it works for you 134
17. The brand health check 137
Contacting the author 141
Contents
ᔡ
vii
Preface
Getting your brand to work harder, to ensure that it makes its
proper mark, isn’t just about money. Indeed, money may be the
least of your problems. Getting brands to work on small
budgets is more than possible; it is the norm. Hearing a profes-
sor of marketing say that branding was a waste of time unless
you had £10 million to spend was one of the impulses behind
the writing of this book.
Good branding takes a lot of good thinking. This is not to say
that brands should be managed by intellectuals, or that we
should allow the jargon-spouting folk from ‘the agency’ to take
hold of the reins. Brand management certainly engages the brain
but it doesn’t disengage common sense, nor should it stop us
from using everyday language. The fact that too many books on
branding read like PhD theses on anthropology was another of
the impulses behind the writing of this rather more practically
minded book.
This book is intended for the business manager, the marketer,
the brand manager, and all those involved with building and
defining their own brands. So many branding books appear
designed for the professional advertising executive and associated
media and design folk, that I have deliberately steered a course
towards the owners of the brand rather than the agencies that
will support them.